Hasta La Creative!

Last year, AT&T and BBDO New York shocked viewers with the “Close to Home” ad, which depicted how one caring mother’s simple moment of distraction devastated many. A gripping new film, “The Unseen,” continues to promote mobile users’ safe behavior through the eyes of a typically responsible father who mindlessly lets his guard down while alone on the road, leading to harrowing consequences.

The three-minute plus video captures a day-in-the-life of a loving family. Dad drives his three daughters to the local pool, while Mom is at home, where she discovers the family dog Muffin has once again disappeared. In the car, the kids make their noisy merriment, as kids do, and the father tries to stay focused while enjoying their company. His wife, concerned about Muffin, keeps ringing and texting, but good papa that he is, he consciously lets those go since the little ones are in the car.

According to Ms. Howard, the new ad takes the next step to encourage more action along with that awareness, and get the remaining two-thirds of viewers to change their ways too.

Continue reading at AdAge.com